**all images in this post copyright: Jackie Rueda. **
 

{To nominate women you'd like to see in this series please list them in the comments-or if you have a question you'd like to see in the interviews--make sure to include your info in the comment fields so that I can get in touch with you- or write to me at: davina at davinafear.com }

As always make sure to leave comments for the women who are featured. They like comments as much as i do I'm sure...let them know if you have questions or just to say thanks! for their insight and wisdom...

NEXT WEEK:  Andrea @ Pink Sugar Photography

You can check out the rest of the series by clicking here. Tell a friend!

Jackie, I first met you because of a kindness you showed me, you sent me a gift, and I'm still so grateful for that.  It seems that this is the way you are with everyone. I immediately went to check out your work and was drawn into your beautiful, emotional perspective on the world.  Since then I've so wanted to learn from you and have been so tempted to learn Spanish as my second language just so I can read your blog and take your online courses.  I think you are the only person I know of that has decided that preteen/early teen girls are your target market.  They way you bring out their innocence and beauty is wonderful.  I'm so excited to have you here on Women and Business.  Thank you!

You have become very popular in the last year or two among the Latin community for your Spanish photography online courses. How did that come about?
When I left Caracas I waved my career goodbye due to the change of language (I am a journalist and a TV writer). So I was new in beautiful Montreal with no idea of what to do with my life. At the same time I was going through a kind of personal storm and I felt like I was drowning. I started writing in Spanish on a blog to have a creative outlet. To my surprise the blog became very popular, partly because of the stories and partly because of the pictures. I was working simultaneously since the summer of 2008 with my Flickr group La Vuelta al Mundo (A Trip Around the World), where I encourage people to go out and re-discover their cities to capture in pictures a new theme for each month (happiness, rainbows, sun flare…). From the group discussions, from my previous experience in photography and from my work with children in creative workshops during my college years, emerged in a natural way the need to design this e-course. I make my class the less intimidating as possible- I call it The game of learning how to see. People learn about photography in a very relaxed way, and they are recued from their problems and routines by their cameras. I had never before seen anything like that on the internet, so I had no references to create it. I spent months puzzling over it until I came up with the perfect formula. Then, when my e-course was ready, the satisfaction was infinite because it was like no other. It’s welcoming, easy, fun and friendly. 75 % of my students are from Spain and 25% are from other Hispanic countries.

I love that you've chosen such a specific target market, pre-teen/early teenage girls.  You've taken this awkward time of life and brought out so much beauty, It's really lovely.  How did you hone in on that particular demographic?
It was an accident. I have two teenage daughters, and when their friends saw their photos they wanted a photo shoot too. Then they showed the pictures to their friends, sisters and cousins so my portfolio kept growing.

What do you do to help your particular age group of clients be so comfortable with you during a photo shoot?
I think the answer is that I am relaxed, I laugh a lot (mostly at myself) and I remember perfectly when I was that age, so I can empathize. I have had stunning girls who don’t want to laugh because they think that their smile is ugly, and others that think that they have one eye bigger than the other.  At that age appearance is a matter of life or death, and I take their worries seriously. I don’t pressure them into something that makes them uncomfortable. I really listen to them. Empathizing is the key when in contact with clients, and I think it’s the reason that my daughters and I are so close. The girls are comfortable with me, they don’t see me so adult-ish, and they relax. I’m not sure if this is something I should be proud of, but it works like magic!

What are the ages of your girls?  How have they been inspired by your work?
Marianne is 16 years old and Valeria is 13. Both have developed a certain artistic sensibility. They take turns to assist me in sessions, they accompany me on my urban photographic expeditions and they help me choose between two pictures for some project. They are my best friends, my most honest critics and they help me understand what people their age like, what is cool and what’s not. They took my Atelier Teens last summer and their pictures were amazing. That’s when I realized that they have definitely caught the photography bug. Valeria wants to be a wildlife photographer and Marianne wants to start doing sessions with her friends.

Are you in a storefront or home studio space?  What made you decide on the space you have?
I work primarily on location with natural light (Montreal is the prettiest backdrop, seasons here are like a fairytale), but I also have a small home studio flooded by gorgeous light. It's my favorite place in the world. It's surrounded by trees and it's accessible from my house, or from outside through turquoise stairs that I often use in my still-life photos. When I saw this house for the first time, I knew at once that this nice solarium had to be “my place”. It is not big, but it is inspiring and enough for now. At some point it won’t be anymore, since my plans for the future include having workshops in my own studio, but before thinking about renting a space, I think I’d rather expand my house...I love working here close to my family and my cats.

What are you most proud of as a business woman?
I am proud of having reinvented myself professionally. With no budget, no advice, not speaking good English or French, no incurring in debts, not marketing strategy, not contacts and not much experience, I could create something that not only generates an income, but makes me go out of bed happy everyday. I get positive feedback frequently from my students and clients and that nurtures me. I love so much what I do, I have so many plans and there are so many aspects of photography I want to explore, that the only thing I ask is to have longer days.

What is the best thing you've done to make your business successful?
I think I have known how to relate with people in an honest and direct way. There is something in my way of talking online that makes people feel close to me and want to take my class or hire me. I know that it's odd that a photographer says this instead of something related to her photos, but in this business, the emotional component is really important and I am a very emotive person and I don't mind being transparent.

What are the top three things you did when you were first getting started in business to bring in clients?
1. Talking about my new business on my blog. At that time I had spent 4 years building week by week a solid community of followers, and 2 years with a warm and participative Flickr group, so my potential clients and students where already there. Those people know me and are familiar with my photos and my way to express my ideas. Both the blog and the Flickr group were born for very different reasons, but at the moment of launching my business all that work paid off. I’ve never had to invest in advertising, my workshops are sold out 4 months in advance and everything works by word of mouth.
2. Networking (in a kind and polite way) is crucial. Facebook, Flickr, Twitter are very important.
3. A nice website to showcase my work, and another one just for my online workshops. It might sound very basic, but a clean, fresh and inviting site can make a big difference. Now I’m working on revamping my blog.

What do you do to keep from feeling overwhelmed?
To be honest, I feel overwhelmed all the time!  For me, the most difficult thing is handling my emails. My inbox is always over flooding and I still haven’t found a way to make this work in an efficient way. I just launched my newsletter to control the demand of information. It seems to be working; I’ve got my finger crossed!

What do you do for fun...that has nothing to do with photography?
I absolutely love road trips: music, honey roasted peanuts, my husband driving and some dreamy landscape. I’m a big fan also of our family movie night on weekends.

I so wish that I could read your blog but alas...I do not speak (or read) Spanish. Is there any chance you'll be offering classes in English?  You are so inspiring I would love to learn about how your creative mind works.
I would love it! Teaching in English would notably expand my horizons, but I'm afraid that my domain of the language isn't enough to teach online. Maybe if you hear me talk, I'll make a mistake, we'll laugh together and it'll maybe work out. But in an online class, I have to write a lot and express myself correctly, and I don't feel capable of doing that. In my class I comment the work of my students picture by picture in a very personalized way. That requires many hours of grammatically correct typing!

To see more of Jackie's work:

Website

Blog (spanish)

Blog (english)

Facebook

**all images in this post copyright: Jackie Rueda. **

**all images in this post copyright: Jane Johnson. **
 

{To nominate women you'd like to see in this series please list them in the comments-or if you have a question you'd like to see in the interviews--make sure to include your info in the comment fields so that I can get in touch with you- or write to me at: davina at davinafear.com }

As always make sure to leave comments for the women who are featured. They like comments as much as i do I'm sure...let them know if you have questions or just to say thanks! for their insight and wisdom...

NEXT WEEK:  Merry Christmas!

You can check out the rest of the series by clicking here. Tell a friend!

Jane, You have so much going on and everything you do is a great quality.  I have no idea how you keep everything straight...which makes me especially excited about your interview today...I get to find out how you're making it all happen.  You have a design business and photography business...in two different states! Thanks for being here on Women and Business.

How did you become a professional photographer AND a graphic designer?
It's kind of funny how this all worked out.  I was originally planning to major in graphic design in college, but when it came time for the portfolio review process to apply to the upper level courses, I failed.  Twice.  I was heartbroken and took a term off to figure out what I was going to do in life.  During that time, I was half a world away on a two-week mission trip in Rio de Janeiro, talking about this very thing with a friend on a street corner as our group waited for a bus.  With my camera bag on my shoulder, and about 20 rolls of film inside, he told me what has become my life verse: "The lamp of the body is the eye.  If therefore your eye is good, your whole body will be full of light." (Matthew 6:22).  "Maybe you should do photography,"  he said - an obvious answer to everyone else around me.  The lightbulb went off, and I went home and officially changed my major.  I graduated from college in 2003, and have since worked odd jobs at everything from a makeup counter to advertising design at our local newspaper.  I sort of stumbled upon the design side of my business after the overwhelming response I received from designing my own blog in 2008, and it's been a snowball effect ever since.  Everything I've done is entirely self-taught, and I'm thankful to have two very creative aspects of my business.  I never get tired of doing any one thing.

Are you in a retail space or home studio?  What made you decide on the space you have?  (please provide pictures)
I just recently converted our bonus room into a home studio.  I've gone back and forth for the last year with desperately wanting a retail space, but at the same time living in a town where the photography industry is definitely over-saturated.  To date, the only thing I put on the credit card for my business was my first Canon Digital Rebel SLR purchased in 2007.  My husband and I haven't taken out any business loans, and I've paid cash for everything.  I had an adorable space all picked out already, and was ready to sign the dotted line but after talking more, we decided that it makes more sense to maintain zero overhead and no business debt as long as I can.  Plus, we had an empty bonus room that is the perfect size for meeting with clients and shooting newborns.  So, while I was shooting in Scottsdale a few months ago, my husband was busy tearing up the carpet and laying hardwood floors to surprise me when I got home and get the ball rolling.

The studio space is nearly complete, and features all of my favorite things: favorite photographs, beaded pillows that my grandmother gave me, a beautifully feminine chandelier, and gifts from close friends including a handmade wreath using pages from Wuthering Heights.  Here's a peek at the (almost) finished product:

The far nook where the chandelier is hanging will be my packaging station.  I'm still using up my old chocolate brown boxes, but will soon have shelves on the wall that will hold all of my brand new white packaging materials with steel gray tissue paper.  The canvas collection by the door is one of three wall collections I'll be offering for 2011.


The couch faces an 80" projection screen for client viewing appointments.  The cabinet beneath the screen will fill over time with various quilts, blankets, newborn props, and backdrops as I need to purchase them and have extra cash for.


The coffee table in front of the couch features a display Cowgirl Magazine issues I've shot to date, including cover photographs and inside fashion spreads. (http://www.cowgirlmagazine.com)  The shelf below holds my sample albums and image boxes.  The wall to the right of the couch is holding a 30x40 canvas, dwarfed on the large empty wall.  I'll eventually order two more canvases to flank it, but for now it helps clients to visualize the true size of a large canvas that otherwise sounds too large for their home.




What does your workflow look like?  How do you manage and keep track of two business and in two locations? Do you outsource or keep everything in house?
At the moment, I keep everything in-house, although I've been feeling the urge to bring on an assistant to ease some of the burden.  Currently, the only thing I'm outsourcing is the coding for my custom blog and splash page design projects.  I'm a very type-A personality, and if I knew how to do coding myself, I would.  However, it does open up a lot of time for me do spend on designing.  As for the workflow, I break everything up by day, and it changes each week depending on what projects I have in the queue.  For example, today I will work on custom blog revisions and logo designs and make a run to the hospital to drop off some 30x30 canvases for a NICU display.  Tomorrow I will edit the two NICU shoots that are still sitting on my camera from three weeks ago, and get my 2011 photography marketing materials ordered.  I generally compartmentalize according to the side of the business, and will spend a full day working only on photography, and the next working only on design.  Shooting in both Central Oregon and Scottsdale is easy because my design business is portable.  My twin sister lives in Phoenix, so I just set up shop at her house for the time I'm there - sometimes up to two weeks.  Good thing she loves having me around!

What do you do to help your clients be so comfortable with you during a photo shoot?
It depends on what I'm shooting.  If I'm shooting children, I play with them.  It's so important to get down on a child's level and interact with them.  I was working with a model at a NAPCP event last year that was extremely shy, and wasn't interested in giving me the time of day.  Luckily we had about 15-20 minutes before shooting, so I had some warm-up time.  As we walked to the shooting location, I started stepping on her shadow.  And she started stomping on mine.  Of course, I howled and pretended that it hurt, which got the giggles going.  By the time we began shooting, she wouldn't leave my side.

If I'm shooting couples, I use a trick I learned from a friend of mine who was doing a five year anniversary shoot for my husband and I.  She told Josh to whisper in my ear, and talk dirty if he had to.  Of course he did, and of course I laughed.  It produced my favorite shot from our entire session.

What do you recommend women do who are just getting started in the industry?
1.  Don't rush into a business loan.  Take your time developing your craft and finding your style without the pressure of paying off debt right away.
2.  Take a year to try everything first - even if you don't think you'll like it.  Then decide on your niche and specialize in that one particular area.  Photographers that say "specializing in maternity, newborns, children, families, seniors, senior citizens, engagements, weddings, and photos of your great uncle's dog" really aren't specializing in anything.
3.  Find a friend you can talk shop with that you don't feel any competition with.  My go-to friend is a commercial photographer, which helps since our businesses never really cross over.

What do you think is most important for a client to do who is a graphic design client that is working with you?
Inspiration boards!!  Design clients that come to me and don't really know what they want are much harder to work with.  The client that collects samples of logos they love, brands they're inspired by, patterns they swoon over, and colors that make them drool are my dream.  I recently had a client that included this inspiration board with her logo design questionnaire:

From the amount of visual information she included, we were able to come up this logo:

and created a unique, cohesive brand that we applied to marketing materials throughout her business:

(You can view her blogsite at http://www.danielleaquilinephotography.com)

What do you do for fun...that has nothing to do with photography?
I love, love, love to read.  My husband works on the weekends, and most of the time I don't want to work but end up working anyway.  So I will force myself to sit and read instead.  When I've done this most recently, I end up sitting for six or seven hours, and devour a full book in one sitting.  There's something about taking my mind somewhere else that really forces me to not think about the projects and emails waiting for me.

What are you most proud of as a business woman?
I'm especially proud of the fact that I'm now in my fourth year of business, and still am 100% debt-free.  If I can't pay cash for it, I don't need it.  I'm also proud to say that everything I've done with the design side of my business (and really, also in photography) is self-taught.  I majored in photography in college, but the classes were all film and darkroom.  All of the digital workflow and editing I've learned is good old-fashioned sweat in photoshop.

What do you do to keep your marriage fun?
We love to travel.  My husband won't always get the time off if given the option, so I've gotten into the habit of purchasing flights and forcing him to take the time off.  Last year, we flew to Phoenix, met up with my sister and brother-in-law, drove to the beach in Mexico for 24 hours, drove back, and flew home.  Kind of crazy, and definitely spontaneous, but it makes for a fun story to tell.

What are the top three things you did when you were first getting started in business to bring in clients, both photography and graphic design?
1.  Work for friends.  I did (and still do) trades where I can, and did a lot of complimentary photo shoots to build my portfolio.  I don't necessarily recommend doing this for long (or even at all).  Once I was in that, it was definitely hard to learn to say now. Instead of giving everything away for free, maybe do a complimentary session fee and provide two free prints, or give a complimentary session fee as a birthday or shower gift.  Once you get in the "free friend" zone, they'll milk you dry!
2.  Social networking is huge!  That's really where the design side of my business exploded: putting links on facebook and posting recent logo designs or newly launched sites.  When you photograph friends, tag them on facbeook!  The average facebook user has 130 friends, which means free exposure to nearly 300 people per client (assuming it's a married couple)!
3.  Take advantage of connections!  I'm terrible with networking.  It's actually ironic that I'm in the business that I'm in because a photographer needs to have a certain level of extroversion, and I'd much rather be the wallflower at home with my husband.  I'm not the best networker in the world, and to help with that, I introduced a referral program early on that rewards the client for talking about your business.  My referral program gives clients a $50 print credit on a future session for every booking client they send my way.  I had one client last year that earned $350 in portrait credits in seven months for sending so many clients my way.  I'm happy, and the client is happy!

How do you keep your marriage safe from the stresses of your business?
Our biggest rule: Josh's days off are my days off.  The temptation to work all the time when you work from home is definitely there, so a lot of times we'll run errands, or go to a movie to physically get me out of the house.  Otherwise I'll sneak upstairs for a few minutes that easily turns into a few hours.  Also, church is a priority, and we have a small group we go to once a month.  We also have dinner with friends at least a few times a week.  When he's off, I'm off.  ...usually.  ;)

What is the best thing you've done to make your business successful?
Hands down, social networking.  Particularly with graphic design.  Consistently posting new projects and links to new blogs has really pushed the amount of exposure and number of inquiries and booking clients I receive.

Do you have children?  If so, how old are your children?  What do you do to help them feel part of your business life?

No children yet.  We'll celebrate seven years of marriage in February, and are starting to think about adoption, but at this point, we're in a really good place.

Are you preparing to move from Oregon to Phoenix?  If so, how are you preparing for that?
We've actually talked about that a few times.  The beauty of splitting my time between Central Oregon and Scottsdale is the ability to work year round.  When it's eight months of cold and snow in Bend, it's perfect shooting conditions in Scottsdale.  Then, when the summers are unbearable in Arizona, it's perfect shooting conditions in Oregon.  Eventually, years down the road, we'd like to have a second home in Arizona.  But I don't mind splitting my time.  It gets the travel itch out of my system, and I get my fill of both sun and snow.

What do you do to keep from feeling overwhelmed especial with running 2 businesses?
My husband certainly helps with that.  If I feel particularly overwhelmed, and tell him what I'm stressed about, he breaks it down and helps me to realize it's really not important enough to demand so much of my thoughts.  I didn't get that email out, and it's 10:00 at night?  The client can wait a few more hours.  It's not the end of the world  He's really good at balancing me out and helping me to think rationally when I get overwhelmed.  I also have a quiet time every single morning with my coffee, my Bible, and my prayer journal.  Sometimes it's 30 minutes, sometimes it's 90.  I know without a doubt that God has gifted me creatively, and has specifically entrusted me with a multi-faceted business that I never could have dreamed up.  My design business, especially, was so unexpected.  When I'm particularly overwhelmed, I spend some extra time in the morning praying that I would have the ability and productivity to handle that day's projects.  I know He doesn't give His Spirit without measure (John 3:34), and He won't call me to something that I'm unable to accomplish.  (Where God guides, He provides!) So I break down the priorities, pray for an extra boost of creativity, make some more coffee, and tackle it one project at a time.  Over and over, my prayer for my business is Psalm 90:17: "Let the beauty of the Lord my God be upon me, and establish the work of my hands for me.  Yes, establish the work of my hands."  (I will note here, that in addition to the two businesses, I also host and teach a women's retreat for photographers that is specifically geared towards this type of discussion.  It's called Be Thou My Vision, and isn't a photography workshop by any means.  It's more a throw-back to the typical women's retreats you'll find at any local church.  The attendees just all happen to be photographers.  You can find more information at http://www.bemyvision.org)

What three products or things help you stay organized?
1.  A good old-fashioned notebook.  I'm still an old-school list-maker.  The online tools don't help me.  Writing things out helps me remember.
2.  Hitask.com is a really good resource that I use with my coders.  I can assign various projects to different contractors with a deadline, and I'm notified once it's complete.
3.  A google calendar that I can access from any computer.  It shows my client waiting lists, projected project start dates, projected project end dates, traveling, photo shoots, and viewing appointments, all color-coded as necessary.

What is something that you think women in the industry should not do?
Gossip.  It's so destructive.

What is something that you think women in the industry should do?
Define your own style instead of adopting someone else's.  We are each created uniquely.  Nobody else thinks or sees things the way you do.  Translate that into your photography.

What five suggestions do you have for women who are trying to have a more whole, content, and blissful life?
1.  Stay out of debt.
2.  Realize that you aren't gifted creatively just to make lots of money.
3.  Give back as much as you can, as often as you can.
4.  Seek God's heart daily.
5.  Choose to love your husband when you don't feel it.  And pray for those butterflies to come back.  They will.

To see more of Jane's work:

Website

Blog Design

**all images in this post copyright: Jane Johnson. **

**all images in this post copyright: Natalie Norton. **
 

{To nominate women you'd like to see in this series please list them in the comments-or if you have a question you'd like to see in the interviews--make sure to include your info in the comment fields so that I can get in touch with you- or write to me at: davina at davinafear.com }

As always make sure to leave comments for the women who are featured. They like comments as much as i do I'm sure...let them know if you have questions or just to say thanks! for their insight and wisdom...

NEXT WEEK:  Merry Christmas!

You can check out the rest of the series by clicking here. Tell a friend!

Natalie, You came into photographer after the loss of your brother and when you stepped into it you brought a tenderness and insight that many photographers don't have even after years and years of shooting. Now, less than 3 years later you've been published in national magazines, travel to clients, and shoot quite a bit, you have a studio, and someone that helps you on a regular basis to keep up with business.  You seem busy and at the same time very go-with-the-flow.  I love the beauty you've created in your blog, business, and life.  Thanks for being here on Women and Business.

How long have you been a professional photographer?
 
I shot my first wedding in May of 2007. I made $300, included an album, a fully edited disk, aaaaaaand an extended family session for allllll the family who had flown out for the wedding. Come to think of it, I don’t know that anything about that qualifies as professionalism.

What drew you to photography?
 
Hands down, it was the death of my little brother Gavin in 2007.  At the end of the day, when all we had left of him were images, I realized how very much this photography thing really matters. I wanted to be a part of something THAT significant in other people’s lives.
 
 

You are a mom and wife.  How many kids do you have?
 
I have 4 amazing sons. Raleigh 7, Cardon 5, Lincoln 4 and Angel Gavin

Raleigh:

Cardon:

Lincoln:

Gavin:

I'm so sorry to hear about your sweet little baby Gavin, what has helped you through this heartbreak the most?
 
God, family, proper nutrition, amazing friends and running. In that order.
 
 

Are you in a retail space or home studio?  What made you decide on the space you have?
 
A home studio makes the most sense for me. My office is actually a converted studio apartment that’s adjacent to our home. This kind of a set up is really the only way for me to balance work and wife/mommy duties with any level of success or consistency.

What does your workflow look like?  Do you outsource or keep everything in house?
 
I believe in outsourcing.  PARTICULARLY for women who are committed to running a business and maintaining balance on the home front, because the bottom line is, you can’t be 100% for everybody 100% of the time.  Either your home life or your business will suffer if you try to do it all.  Period. No exceptions.
 
One of the realizations I made after my son died earlier this year was that I really only wanted to focus my time and energy on the elements of my work that I’m the very most passionate about. I hired a REMARKABLE assistant, Ashley. Being able to hand things like paperwork, culling and color correction over to Ash. . . well it’s just the greatest blessing in the world. Having her help with some of the less satisfying pieces of my business allows me the ability to remain in a good creative space mentally and thus allows me produce better work overall. Hiring her was the best decision I’ve made for my business to date.
 
Now, I recognize that hiring someone on isn’t a realistic option for everyone. Before Ash (and even now if we’re in a pinch for time), I hand post processing over to www.fotofafa.com. Kenny is SUPERB.  A real rock star. I recommend him wholeheartedly.
 

What do you do to help your clients be so comfortable with you during a photo shoot?
 
Honestly? I show up emotionally. How can I expect them to give me the kind of authenticity I’m looking for if I don’t do the same for them?
 

What do you recommend women do who are just getting started in the industry?
 
1.  Avoid comparison like the plague.  It’s human nature (especially for women) to compare ourselves, our families, our photography to that of others. DON’T do it. There is no light at the end of that tunnel.  
 
2.  Set up good balance from the get go so you don’t wake up a year in only to realize you’ve painted yourself into a corner. If you’ve got kids and a husband to look after, ALWAYS put them first. ALWAYS.  Everything else will miraculously fall into place. Trust me. I’m living, breathing proof.
 
3.  Don’t pretend like you know it all. Don’t be too shy to ask questions.
 
 

Your post processing looks so clean, beautiful, and simple.  I love it.  Is it really that simple on the backend?  How much time do you usually spend in photoshop?
 
I know VERY little about Photoshop. Truth be told, probably less than I should.  My main adjustments are curves and levels.  Occasionally some sharpening if necessary.
 

What do you do for fun...that has nothing to do with photography?
 
Bikram yoga, beach with my boys, aaaaand I RUN! Running is the most hellish and wonderful thing ever for my body and spirit.
 

What are you most proud of as a business woman?
 
That I have FOUGHT to achieve balance.  That I have REFUSED to meet with success at the expense of the relationships in my life that matter most.
 
 

What do you do to keep your marriage fun?
 
We LAUGH. Our heads off. All the time.
 

How do you keep your marriage safe from the stresses of your business?
 
I’ve learned that I have to shut the door–physically, mentally and emotionally–on my business when my kids and/or husband are home.  
 
 

You travel quite a bit.  In fact, it looks like you're currently in SLC.  How do you make this easier on your children?  Or do you typically take your children with you?
 
I’m really glad you asked this question. I think people often have a false perception of what travel really looks like for me.  90% of the time one or all of my kids come along with me when I’m on the road.  For that other 10% of the time, my kids are home with their dad.  My husband and I are both entrepreneurs. With the flexibility that that allows, one or the other of us is ALWAYS with our kids.  Richie is an amazing man.  Every bit as much involved in our kids lives as I am.  Plus, he’s not afraid to get his hands dirty!  Dishes, laundry, diapers, you name it.  We’re in this together, 100%.
 
 

What do you do to keep from feeling overwhelmed?
 
I make a plan. I keep it simple. I work my plan. Every day.
 
 

What is something that you think women in the industry should not do?
 
I can’t speak for women in general, but to mothers I would say, I don’t think we should sacrifice our families for our businesses.  We chose to be mothers.  We should do it well.
 

What is something that you think women in the industry should do?
 
Find a space of inspiration, and FIGHT every single day to remain in it.
 

What five suggestions do you have for women who are trying to have a more whole, content, and blissful life?
 
1.  Get enough sleep. I sleep 7 hours a night, without exception.
2.  Drink enough water. For me that’s 3 liters a day, at least.
3.  Exercise.
4.  Pray/meditate.
5.  Dream big, set goals and make stuff happen.
6.  Put your family first. All the time. No matter what.

We tend to focus too much on action steps when I think we should be spending more time building a proper foundation.  If your foundation is strong, everything else you do in your life will be more successful. Scouts honor!
 

To see more of Natalie's work:

Twitter 

Blogsite 

Facebook

**all images in this post copyright: Natalie Norton. **

**all images in this post copyright: Leigh Carriccioli. **
 

{To nominate women you'd like to see in this series please list them in the comments-or if you have a question you'd like to see in the interviews--make sure to include your info in the comment fields so that I can get in touch with you- or write to me at: davina at davinafear.com }

As always make sure to leave comments for the women who are featured. They like comments as much as i do I'm sure...let them know if you have questions or just to say thanks! for their insight and wisdom...

NEXT WEEK:  Happy Thanksgiving!!

You can check out the rest of the series by clicking here. Tell a friend!

Leigh, I discovered you through facebook somehow.  Every time your name came up in the status update I knew it was going to be great.  You are hilarious and I really love your take on everyday life.  Your transparency, vulnerablity, this-is-the-way-it-is-ness, and your fantastic sense of humor make you a magnet for people.  I found your work and knew you had to be a part of this series.  Your ability to photograph so effortlessly and take life in stride together are fantastic. Thanks so much for being on Women and Business today.

You are a mom, wife, and business woman.  How many children do you have and what are their ages?
 I have wonderful husband Paul, two children at home, daughter Pruitt (9) and son Max (3.75) three step children Chris, his wife Angela, Alexis and Taylor. And big furry 90 lb. English Labrador puppy, Wrigley.

Are you in a retail space or home studio?
Currently, I work out of my home office and shoot nearly 95% outdoors. I love natural light and the textures that appear in nature.  Sure, in the next two years, I envision an airy, light studio space. But my business, even in the cold midwest, hasn't required it.

 
What does your workflow look like?  Do you outsource or keep everything in house?
Timely. My workflow is undergoing an total overhaul. Because time to edit the number of shoots I do weekly has become nearly impossible, I've had to go back to the drawing board and rethink my process. I've just converted nearly all of my edits to Lightroom 3 from PS5 cutting my editing time to 1/3 of what it used to be. It's been a life saver. 

I've considered outsourcing elements of it, but I've come to the horrible realization that I'm...a control freak. I like to have total autonomy on the images I select, edit and give 100% of my attention. I truly believe that a photo can have a totally different personality in RAW form as it does post-edit. Like magic. 

What do you do to help your clients be so comfortable with you during a photo shoot?
This is an important question. I am lucky to be a total goofball and 100% me which allows my clients to respond in kind by letting their guard down and their personality emerge. I coach photographers to lose the "Stud or Diva Photographer" airs and be vunerably real.  Clients respond to authenticity, genuine interest in getting to know them better, and the safety being able to be themselves.

You are a photographer and you also are part of a marketing company.  How do you run two businesses?
It's controlled chaos. My time is mostly devoted to running my photography business, fleur de leigh, and keeping it from running me. I enjoy being on the blogging team at Pay It Forward Photography Resource Blog. A few times a year, I help with workshops on social media with the smart savvy folks at Talent Revolution. I've also been wedging out a part of my very early mornings to write a book which is an endeavor long in the making. Right now, I am busy coordinating our awesome local group of Help-Portrait volunteers for the global event on DEC 04. We are photographing the families of the U.S. Armed forces. Families with service members about to be deployed or currently deployed away from home. Our thank you gift to them for the holidays.

What do you do for fun...that has nothing to do with photography? 
I climb trees, play super hero vs villian, play board games, dress up, run, skip and jump with abandon. Fun afforded me by being a mom. When I am masquerading as a grown up ... I run often, play golf, and occasionally finish crossword puzzles with my husband.

What are you most proud of as a business woman?
Going with my gut and trusting my own personal creative style, regardless of criticism. As well as accepting that sometimes what fills the heart doesn't fill the pocketbook. And doing it anyway.  

About one moth ago you wrote on your blog that you've taken a waitressing job.  Will you tell us more about why and how you're feeling about that a month later?

  This may be surprising, but I love it! I work with fabulous people at Archer's Tavern. They work with my crazy schedule and as a server my mission is to make people smile. That's fun for me. Ideally, I'd like to make some extra money for equipment and stuff to bolster the biz.

What do you do to keep your marriage fun? 
I short sheet the bed. That's fun. This one's a tough one. It's definitely more fun for both of us when I am not consumed with work. A caveat to doing what your passionate about is the passion never takes a time out. I have to remind myself to wedge out "date nite time" to hang with, dote on, play with my husband. 

What are the top three things you did when you were first getting started in business to bring in clients?
I swallowed hard and raised my prices. (it's a business not a hobby) I didn't let clients dictate my shooting style. I took time to get to know my clients PRIOR to shooting them.

How do you keep your marriage safe from the stresses of your business?

Is there such a thing?!?
I give my husband a manly pedicure every other Sunday night.  He loves that. After all this man has to listen to me prattle on about Twitter and all things photography.

What is the best thing you've done to make your business successful? 
Embrace social media.  I put myself out there, being purely me. Talented photographers are everywhere but there is only one me. A bit scatterbrained, I'm born to microblog.  Love the connections I've made through Twitter.  Now, the majority of my new clients come for either Twitter or Facebook. 

You are a mom, how old are your children?  What do you do to help them feel part of your business life?
My 9-year-old has been my second shooter and my 3-year-old thinks my iPhone is his camera. Calls himself a "phonetographer." It is not unusual for the kids to come with me on a shoot if the client knows me very, very well. Last one ended up with a bloody nose. Not always prudent :)

You are a social media guru.  How do you keep it all straight?  What are your top three tips?

This one's easy!
1) be yourself; create your personal brand 2) do good things for people for no reason 3)utilize tools like Tweetdeck or Hootsuite to manage your various social media accounts. and.... 4) reach out and connect with people. Don't sit idly by. ENGAGE.

What do you do to keep your family strong?
Pour love on them every day. I really try to shut everything down, physically and mentally to spend time frolicking daily. And Hubby is my rock.

You travel quite a bit.  How do you make this easier on your children?  How do they feel about how often you travel?
No one in my family likes it. But they manage. I manage to bribe them with the promise of toys on my return. Won't lie. Hubby is very good about sending me photos to my phone all day too. That helps.

What do you do to keep from feeling overwhelmed?
Seriously, most of the time, I do feel overwhelmed. Like right now. But the saving grace is that I know that I will get to the other side of this busy time in one piece.  Then add more busy to it. Sometimes the feeling of being overwhelmed just helps me muster strength and execute well.

What three products or things help you stay organized? 
Electronics: My iPhone, MacBook Pro, and coffee. Can I have three more tools that I love?... Totally Rad Actions, Showit Websites, and Adobe Lightroom.

What is something that you think women in the industry should not do?
Be mean to each other.

What is something that you think women in the industry should do?
Champion each other.

What five suggestions do you have for women who are trying to have a more whole, content, and blissful life?
1) visualize what blissful life is to you.  2) map out where you are in relation to attaining it 3)map out the plan to arrive at blissful life 4) go there 5) be grateful when you arrive. Every day.



To see more of Leigh's work:

Website

Blog

**all images in this post copyright: Leigh Carriccioli. **

**all images in this post copyright: Justine Ungaro. **
 

{To nominate women you'd like to see in this series please list them in the comments-or if you have a question you'd like to see in the interviews--make sure to include your info in the comment fields so that I can get in touch with you- or write to me at: davina at davinafear.com }

As always make sure to leave comments for the women who are featured. They like comments as much as i do I'm sure...let them know if you have questions or just to say thanks! for their insight and wisdom...

NEXT WEEK:  Leigh Caraccioli

You can check out the rest of the series by clicking here. Tell a friend!

Justine, Your story is very different from most photographers in that you inherited a family photography business after you had explored the corporate world and discovered it wasn't what you really wanted.  And yet, like so many other photographers you knew late in the game and taught yourself.  Your work is beautiful and vibrant and you have so many bits of great advice in this interview. Thanks so much for being on Women and Business today.

How long have you been a professional photographer? Please tell us how you came to be a professional photographer.

I have been working as a professional photographer for 8 years now. But I was exposed to the business of wedding photography from a very young age because my mother was a wedding photographer. Her clients were always coming to our house and sometimes I would let them in and take them downstairs to the studio area and show them albums if my mother was running late. Sometimes she would take me to weddings as her assistant to help carry gear/ keep her company. Sometimes I would get to shoot. “Stay on f8 and use a flash” was my rule back then. It was always fun but I never considered it as a potential career choice. Later I got my degree in philosophy and jumped right into the corporate world, which I absolutely hated. I hated everything about it...the long commutes, the conservative atmosphere, the fact that all of my hard work was to put money in someone else’s pocket.

Then in 2002 my mother decided that she wanted to retire from wedding photography to pursue a new high-end portrait business. She had built a very successful wedding business with a stellar reputation in Washington DC and in my very limited business experience I was sure of one thing, that letting the business die was not an option. So I decided to quit my job and pursued wedding photography as my full-time career. I had a lot to learn so I just threw myself in full force and now 8 years later I am just now finally getting to the place where I have wanted to be. And of course I am still learning, still trying to get better with every job, and every year that passes.


What does your workflow look like? Do you outsource or keep everything in house?

For a while I was outsourcing my post-processing for weddings. That was great but when I looked at my numbers I realized that what I paid to an outside company to process a single wedding, I could pay to have an assistant work with me 2-3 full days a week. Hiring an assistant has been one of the best things I’ve done to take my business to the next level. The less time I have to spend on the computer, the better. Plus my assistant helps me with things like going to the post office, running errands for me, really whatever I need her to do so that I can spend my time doing the things that only I can do, or the things I really want to do.


What do you do to make your clients be so comfortable with you during a photo shoot?

For me, making children comfortable is easy because I photograph them in their own homes so they are in familiar surroundings with their things. I usually just try to play with them as I shoot, let them direct a little bit.

For adults it’s much more difficult because we have all sorts of weird insecurities about our appearance. I like to give everyone a little pep talk before we get started. I admit to them that they will likely feel silly or ridiculous for the first 10 minutes or so. That this is normal, everyone feels this way but that it will get easier. I tell them that I will give them direction when they need it. I also tell them not to worry, that they will never see any unflattering images of themselves, that those will be deleted and will never see the light of day. Sometimes I also tell them that I don’t like to be photographed either. Even though this is kind of a lie. The few times I’ve been in front of a camera, it was actually pretty fun. ;)


Your branding/ identity through out your blog and website are fantastic. How did you come up with such a great look? Did you have your website and blog custom designed? When did you know it was important to create a cohesive look for your work?

Thank you! I was very fortunate to work with Ellen Petty of Identity Kitchen (www.identitykitchen.com) on my branding and blogsite. I actually didn’t even know what my “style” was until a few years ago when my clients started giving me words to describe what they thought of my work. I heard things like “clean and classic”, “modern but timeless”, “naturally flawless” and I realized that I needed to completely redo my branding. Before that I was riding a wave of popularity of a sort of vintage look. But I got to a point where I was just over it and decided that I wanted to show work that would stand the test of time, that was free of any post-processing gimmicks or textures or color-shift actions. I wanted to put out work that I felt was worth investing in, that was clean and looked like it could have been shot with film, images that could be dated only by the style of the clothing or the haircuts of my subjects.

And then one night my husband and I were at the opening of our friend’s new art gallery.  I got to meet and chat with the artist Rob Wynne (www.robwynne.net) and was inspired by one of his embroidered paintings. It was a white canvas and embroidered onto it in white thread were the words “Almost Nothing”. And I had an epiphany that my new brand was going to be all about that idea. White on white, total simplicity, all about the images. But I needed a 2nd opinion so I went to Ellen with the idea to find out if I was just completely crazy or deluded. But luckily for me she loved the idea and so we set out to design my new brand to feel exclusive but friendly. Simple but not cold. Like a clothing boutique in Soho that only shows like 5 items of clothing but each one is exquisite.

Taking that brand identity one step further, we opted to create a website and blog within one platform. I didn’t want to have multiple sites to maintain and I didn’t really want a site that looked like a blog. This was actually the first of what has led to the inspiration for a new company Ellen just launched called Photography Blogsites (www.photographyblogsites.com), which are template blogsites for photographers. I think it’s the next best thing to having a custom-designed site.

How did you become a sought after speaker for conferences? What do you recommend women do who would like to become speakers at conventions, etc.?

Although I always admired photographers whom had carved out a niche for themselves for speaking at conferences, I didn’t really set out to do so myself. I thought that someday it might be something that I would pursue but then it sort of happened accidentally through sharing my knowledge and experience on photography forums and occasionally on my blog. When people reacted positively and started asking me to give workshops, I said “okay” and it just sort of went from there.

For those who would like to become speakers, I suggest starting on the forums. I think you need to have something to say in order to get that platform as opposed to the other way around. Developing a niche that you are known for will lead to those opportunities. Be careful of taking the stage too early. Today’s market is flooded with photographers giving workshops who have yet to really prove their abilities, business savvy, or staying power. The photographer mob can quickly turn on you if they perceive you to be a fraud.


What do you recommend to women who are just getting started in the industry?

Don’t undervalue yourselves. My mother started in this business the same way many women get into it, shooting images of her children. It was more difficult back then because everything was film so it was more expensive to turn a hobby into a business then but the same rules still apply. I think for women especially, you need to differentiate yourself between your home/ life status and your business status. Avoid calling yourself “photomom” or “cameramom” or similar such things if you want to be taken seriously. If you want to be a true professional, you need to concentrate on differentiating yourself from the amateurs/ hobbyists as opposed to grouping yourselves in with them. The more you take yourself seriously, the more your clients will.


I love your use of light. What is going through your mind as you’re at a shoot?

For the most part, I love well-lit beautiful skin tones so that’s what I’m after. My work tends not to be particularly dark and moody but I have my moments. When I have to choose between exposing an overall scene and for the skin tone of my subject, I will almost always choose to expose for the skin. For what I do (weddings and portraits), creating flattering images of people is the most important thing to me.

I tend to shoot a lot with available light but I think it’s important to know how to add light when you need to or how to manipulate what is already there. Sometimes if I’m after  more editorial or commercial look, I will bring additional lighting to a portrait shoot even if it’s in a client’s home. There are no rules that say you can’t use studio lighting on location...but you need to learn how to make those tools work for you.


You are both a wedding photographer and a family portrait photographer. How do you market both sides of your business? What differences do you see in the way you market? What similarities?

I am very passive in my marketing for both sides of the business actually. I prefer to operate on word of mouth referrals as opposed to casting a wide net to reach people whom have never heard of me. I find that it is much easier and takes less time to book a potential client who is already familiar with me as opposed to someone who has found me through an internet search, or happened upon my site accidentally.  I think that my time is better spent taking care of my current clients who are happy to refer me as opposed to spending time and money on ads, mailings or other traditional forms of marketing. I don’t want a lot of inquiries, they are time consuming to deal with and most lead no where. I want just a few inquiries but the right ones. So I focus my efforts on letting my clients sell me instead of trying to sell myself.

I want to work with clients who see me as the first and/ or only option, not those who are shopping around for a photographer.



You travel quite a bit. How do you make this easier on your marriage?

I admit, it is hard to be away a lot. Luckily though I have a very understanding husband who is an artist himself and so he knows that when I’m away, whatever I’m doing is important to me. However, I’ve decided that I will only accept jobs that take me away from home that pay me a substantial amount of money. Otherwise, what’s the point of being away if I can’t contribute to the financial health of our household? Oh yeah, and I also try to buy him a present each time I go away, something that will make my time away more comfy for him...one time was a really nice down comforter for our bed. :)


What three products or things help you stay organized?

I have used Pictage for my weddings since 2003. I don’t want to be bothered dealing with reprints for weddings etc. so Pictage handles all of that for me. I also use their P3 system for credit card processing so that I don’t have to have a separate merchant account.

I use ShootQ for my studio management needs. All of my contracts/ billing etc. are done through ShootQ, it has really streamlined my business.

Photojunction makes album design quick and easy for me. It is also integrated with Queensberry so my album design and ordering can be done completely within one system.



What five suggestions do you have for women who are trying to have a more whole, content and blissful life?

Take “me” time. I think that women often feel as though they have to sacrifice themselves for others. But sometimes you have to put yourself first. Go get a massage or a mani/ pedi...whatever allows you to be alone in your thoughts and get in a little relaxation.

Don’t let yourself fall into the trap of traditional “female roles” if that’s not what you see for yourself. You can design your life however you want it to be. I’m lucky to live in a place (Los Angeles) where I see families everywhere who have completely redesigned the way their careers and home lives blend with one another.

Travel if you can. Even getting away for a weekend can leave you feeling refreshed and give you new eyes and the ability to be more creative.

Volunteer. This is a newer one for me but this past year my volunteer work in Haiti has been one of the most personally satisfying experiences of my life.

Don’t try to do everything yourself. Learn to recognize when you need to hire help or outsource certain parts of your business or your life. Whether you need an assistant, someone to clean your house or extra child care, I think it shows strength not weakness to know when you need help.


To see more of Justine's work:

Website

Blog

 **all images in this post copyright: Justine Ungaro. **